Working as an SEO, it’s crucial that you’re ready to embrace changes in the SEO landscape, keep your finger on the pulse of Google’s updates, integrate and evaluate changes through on-site and off-site testing, build outreach campaigns, and all the other required tasks we love so much.
Implementing all of this successfully, though, is easier said than done. How exactly can you make sure that you’re focusing on quality traffic? And how do you even know that this traffic will help your brand grow? In this blog post, I’m going to show you how to pivot your SEO strategy according to the business’ needs.
SimilarWeb, the company I work for, decided to change their go-to-market strategy. Instead of targeting their current audience, their new vision was to target their enterprise audience.
This meant that, instead of targeting a broad audience, the goal is now a specific audience — complete with higher competition and less volume. In other words, it’s quality vs. quantity.
Thus, because our SEO efforts will now be focused on targeting those enterprise users, I need to adjust our SEO strategy accordingly to achieve the required conversions.
Working closely with the product manager will help you generate a list of action items that need to be evaluated to better understand your organization’s long-term goals. Ideally, you should be concentrating on driving factors such as the vision of your company, the competitive landscape, the targeted audience, etc.
In particular, you should focus your marketing energy on researching and analyzing a few different things:
After you’ve gathered all this information and you’re aligned with the new strategy of the company, it’s time to come up with a new keyword research strategy.
I would recommend starting with your updated list of competitors. Analyze how much traffic they’re getting and which keywords will be relevant in your new strategy.
My favorite tools for this:
Here’s example of what that looks like in SimilarWeb Pro; you can see how much traffic the actual websites are getting per keyword, the ratio between organic and paid, the ranking position, and more:
Once you have the list of keywords your competitors are using, it’s vital that you use another keyword tool to generate additional ideas.
Moz Keyword Explorer is my favorite for this; not only does it unearth new angles for your keyword strategies, but it also helps you group these keywords into relevant groups to enhance their accessibility:
Next, filter all the relevant keywords from the list based on topic, relevancy, and volume.
Segment the keywords based on their probability of getting ranked. In the case of Keyword Explorer, you can do this by analyzing the Opportunity score. Additionally, you can examine the volume of the keywords and see what their current ranking in the SERP is.
Now you have that big, exciting list of keywords organized by groups, volume, and opportunity, it’s time to start keyword mapping to get those keywords into your site pages. Make sure that all your site pages integrate the new keywords into titles, descriptions, H1s, H2s, etc. If you need help with building the keyword/content mapping, you should watch this Whiteboard Friday from Rand.
In the past, there have been many assumptions made about SEO rankings. The most common assumption: get more traffic to your site and you’ll improve your rankings. However, as I’ll now discuss, good SEO shows us that this is far from the truth.
At SimilarWeb, we decided to remove most of the irrelevant traffic to our site (around 40%) from the total SEO traffic.
Here are some reasons that led us to remove low-quality traffic from the index. Irrelevant traffic…
You can see our own results here, which clearly show a significant increase in all the engagement stats:
Changes in a company’s strategy can present a fantastic opportunity for SEO managers to review the current status of their SEO efforts. And, by identifying what is and isn’t working, you’ll arm yourself with the knowledge required to build a new strategy which will attract not just traffic, but relevant users who have a higher probability to convert.
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